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“We sometimes talk about the fact that a lot is changing in our world,” says Jennifer Dulski, who will be the keynote speaker at PR News’ Social Media Awards luncheon on May 23 in New York. “But there are also some things that really don’t change—human nature, the desire for connection, the desire to make change and make the world better. Technology just makes them easier.”

A cardinal rule of PR is for companies to be as transparent as possible. But how much is that? It depends, of course, but providing almost no transparency when something is afoot can spell trouble. More specifically it can lead to someone telling your story for you. For a few months Nike has refused to be transparent about significant departures from its senior ranks. The NY Times also initially had closed lips about the departure of one of its top editors. Transparency isn’t easy.

With so much noise on social media these days, how can communicators determine which KPIs are the most vital for their organization? The key is to be proactive, and to leverage analytics to identify the most important signals for your brand. There are three basic questions that any communicator can use to create a simple, effective and valuable digital signals tool from scratch so you can react to any trend appropriately.

Our weekly roundup of news, trends and personnel moves in PR and marketing. This week’s stories include tough lessons in transparency for Nike and the NY Times, Southwest gets hit with a lawsuit from a passenger on flight 1380 and nine new partners at rbb Communications.

Most organizations are short on time, money and headcount when it comes to social media. So, when juggling multiple handles, channels and campaigns, it’s paramount that communicators manage their resources effectively and efficiently. Here are three time-saving tips for those working on social media solo.

It’s no surprise that the number of Michelle Wolf’s Twitter followers tripled over the past several days. As far as timely publicity stunts go, putting provocative words to things many are thinking but few are saying is succeeding in both politics and entertainment. For now, that tactic is not an option for brand communicators, who can only watch as their content drowns in a sea of outrage and affirmation.

As lines between traditional and social media continue to blur, influence is everything. And it’s important to remember that influence is not always about specific platforms and prestige, but who actually has a concrete ability to influence others. By employing data to identify and rank influencers based on their reach, relevance and resonance, you can identify who are the right people to build up your brand to the right audience at the right time.

Patients and friends and families of patients avidly seek information and guidance online, and news outlets are equally hungry to report healthcare news, trends and data. This is both a boon and a curse for consumers of healthcare news. There’s so much good and bad information to wade through. For healthcare communicators, the good and bad information out there amounts to one thing, though: too much noise.

One of the biggest challenges communicators face is battling pre-conceived notions with data, especially when it comes to hard-hitting or controversial issues. Here’s the six-step process Aetna uses to infuse their storytelling with data.

Promoting an event in 2018 is a tough gig, especially at this time of year. Summer vacations are around the corner and it’s hard to compete with Coachella or a night of binge-watching “The Handmaid’s Tale.” Luckily, there are some tactics that will grab your potential attendees’ attention and help ensure they show up on the big day. Here are four tips for upping RSVPs for your next event.